Giant PETA Cow Makes Mooving Vegan Plea Outside Domino’s—Dairy Breaks Up Families!

For Immediate Release:
September 22, 2025

Contact:
Hannah Nelson 202-483-7382

PETA is giving would-be Domino’s customers some food for thought about the suffering behind every slice of dairy cheese pizza with a striking new visual plea urging viewers to leave mother cows and their babies in peace by choosing vegan cheese. The can’t-miss message is part of PETA’s national moovement calling on Domino’s to add vegan cheese to its U.S. menus—as the company has already done in Switzerland, Australia, Spain, Germany, the U.K., and beyond.  

Photo: PETA

“Vegan cheese is tasty, melty, and spares newborn calves from being forcibly separated from their mothers, who are used as milk machines until their bodies give out and they’re sent to slaughter,” says PETA President Tracy Reiman. “Domino’s already offers vegan cheese in other countries, and PETA is calling on the pizza chain to offer the same delicious, compassionate choice to its U.S. customers.”

Cows have deep maternal instincts and, like all mothers, produce milk only to feed their babies. But in the dairy industry, calves are torn away from their mothers within a day of birth so humans can steal their milk, causing both mother and child extreme distress. Male calves are relegated to cramped veal crates or barren feedlots, and females are sentenced to the same sad fate as their mothers. Cow’s milk is also one of the primary causes of food allergies in children, and millions of Americans—including 95 percent of Asian-Americans and 80 percent of Native- and African-Americans—are lactose intolerant.

The Louisville billboard is the latest action in PETA’s “Vegan Cheese, Please” Domino’s campaign. So far, PETA has dished up thousands of free slices of dairy-free pizza to Domino’s patrons nationwide; bought stock in Domino’s to have a seat at the table with executives, attend annual meetings, and submit shareholder resolutions; and teamed up with rock legend Joan Jett, who wrote a letter urging Domino’s CEO to add dairy-free cheese to the chain’s U.S. menus.

PETA’s billboard can be seen above Louisville’s Domino’s location at 6803 Southside Drive. Similar billboards have been placed near the pizza chain’s locations in Atlanta, Denver, and Tampa.

PETA offers free vegan starter kits to anyone looking to make the switch, and encourages everyone to help spare cows a life of suffering by urging Domino’s to add vegan cheese to its menu.

PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.